Sustainable Consumer Behavior: Green Marketing's Impact on Organic Product Adoption in India

The purpose of this paper is to discuss the theory about the role and impact of green marketing for organic product adoption among consumers in India, as well as to identify the factors that may affect consumers' purchasing decisions and the application of the implementation of this approach. The study aims to analyse different aspects of consumers, marketing strategies, and the overall market and operating environment in India from the theoretical context. The synthesis of multiple theoretical frameworks was useful in establishing a solid framework that gives a clear approach to how the green marketing concept impacts the adoption of organic products in India. The key findings of the study are that using websites and social media forums to disseminate green marketing information and reaching out to consumers using creative and interesting content, can further the cause of green marketing. The findings of this study are expected to contribute to the extant literature on sustainable consumer behaviour and the part that marketing could play in the support of a sustainable organic products consumption agenda.